Overview

Ad Creative Fatigue Alert automatically flags ad creatives whose CTR drops by 50% week-over-week, signaling fatigue. By surfacing fatigued ads, it helps teams pause, refresh, or optimize underperforming creatives to protect ROAS.

How This Skill Works

The tool checks for ad_performance.csv; if missing, it seeds the file from the provided sampleData. It then loads the data, computes Drop% as (W1 - W2) / W1, flags drops greater than 0.50, and outputs fatigued_ads.csv for review.

When to Use It

• During weekly performance reviews to catch fatigued creatives early
• Before pausing or refreshing ad copy or visuals
• When campaigns show CTR declines that aren’t explained by seasonality
• During budget optimization where CTR declines impact ROAS
• After marketplace changes or macro events that may shift performance

Quick Start

1. Step 1: Confirm ad_performance.csv exists (or seed from sampleData)
2. Step 2: Run the Ad Creative Fatigue Alert process
3. Step 3: Open fatigued_ads.csv to review which creatives need refresh or pause

Best Practices

• Ensure ad_performance.csv is updated weekly with W1 (previous week) and W2 (current week) CTRs
• Use a fixed weekly window to minimize seasonal noise
• Verify W1 and W2 align to the same campaigns and ad sets
• Integrate fatigued_ads.csv actions with your PAUSE/refresh workflows
• Cross-check fatigued outcomes with other metrics (CVR, CPA) to avoid false positives

Example Use Cases

• An e-commerce campaign’s CTR drops from 2.4% in W1 to 1.0% in W2, triggering a fatigued_ads entry for review
• A video ad set’s CTR falls from 1.8% to 0.7% WoW, prompting creative refresh
• Meta ads with declining CTR are flagged to rotate creative variations
• Search campaigns see CTR decline from 3.5% to 1.2% WoW, yielding fatigued_ads.csv for optimization
• Retail brand campaigns during a promo period are flagged as fatigued, guiding creative refresh cycles

Frequently Asked Questions